By Martin Siele
President William Ruto with Lang’ata MP Phelix ‘Jalang’o’ Odiwuor and Nairobi Governor Johnson Sakaja. Courtesy: Nairobi Leo
Kenya’s last three election cycles – 2022, 2017, 2013 – have been characterized by certain trends. A noticeable one is the influx of celebrity figures seeking political office – from famous journalists to artists and comedians. The 2027 general elections are likely to cement this trend as a feature of Kenyan politics given the sheer number of celebrities that have declared their interest in various seats. And to raise the stakes, these individuals bring to the table large social media followings and youthful audiences in an election where social media, and young voters especially, are expected to play an outsize role.
Kenya’s entertainment-to-politics pipeline has never been more prominent. Lang’ata MP Jalang’o (real name Phelix Odiwuor), a former radio presenter and comedian, is running for Senator of Nairobi, backed by President William Ruto. Nyali MP Mohammed Ali, whose investigative journalism captured the nation’s attention, is plotting a bid for governor of Mombasa. Ahead of 2027, numerous celebrities have either launched their campaigns or are reportedly mulling it – including Citizen TV anchors Lulu Hassan and Trevor Ombija, artists Octopizzo, Samidoh and KRG the Don, and influencers such as Corazon Kwamboka and Thee Pluto.
Does the popularity of celebrities in politics represent a yearning for a different kind of politics in Kenya, a break from legacy politicians? Do voters mistake brand recognition for competence in leadership? Understanding the driving force behind the influx of celebrities in Kenya’s politics is a lesson in Kenya’s socio-economic dynamics.
Looking back
Celebrities transitioning into politics isn’t a uniquely Kenyan phenomenon. US President Donald Trump’s run as a reality TV star with The Apprentice, where he played up his real estate mogul persona, made him a household name long before he first ran for President in 2016. Ronald Reagan was an established actor in Hollywood for at least two decades before he ran for Governor of California in 1966, and later the Presidency.
In the early decades that followed independence in 1963, politics in Kenya was dominated by figures perceived by the public as freedom fighters, intellectuals and professionals. But with Kenya run by a single all-powerful party, KANU, access to political office was heavily determined by patronage networks and ethnic considerations.
There were, however, some early examples of relatively famous figures getting into political office. They included literary figures, academics, and media figures. Achieng’ Oneko, one of the Kapenguria Six, was known for his publication of the Luo newspaper Ramogi prior to his detention in 1952 and later appointment as the country’s first minister for information and broadcasting. Grace Ogot, a nurse and one of Kenya’s finest authors, was nominated to Parliament and appointed as an assistant minister for culture and social services in 1983 by President Daniel Arap Moi before vying for the Gem MP seat a year later and serving for two terms.
The return of multiparty democracy would drive more celebrity figures towards politics. Raphael Tuju was well-known as a TV personality and producer prior to winning the Rarieda MP seat in the 2002 elections on a National Rainbow Coalition (NARC) ticket. But it wasn’t until the 2010s, following the promulgation of the new Constitution, that celebrities in politics became truly mainstream in Kenya. The 2013 elections, the first under the new Constitution, saw some celebrity figures elected, including ex-Tausi actress Sabina Chege as woman representative for Murang’a. In 2017, Redykyulass comedian John ‘JK’ Kiarie was elected MP for Dagoretti South, star investigative journalist Mohammed Ali bagged the Nyali MP seat while singer Jaguar (real name Charles Njagua) was elected MP for Starehe constituency. Veteran Inooro FM presenter Gathoni Wa Muchomba was also elected Kiambu women representative in 2017, and Githunguri MP in 2022.
The most prominent celebrity to enter parliament in 2022 was the comedian Jalang’o, who was elected Lang’ata MP. Several other celebrities unsuccessfully sought various offices in 2022, including comedian MC Jessy and singer Bahati. 2027 similarly promises a significant number of celebrities on the ballot.
What is fueling the entertainment-to-politics pipeline?
According to Irari Ngugi, an experienced media strategist and team lead at Opera News East Africa, the trend in Kenya can be explained by three key factors – money, power and influence. Ngugi argued that politics presented a way for celebrities including media personalities and artists to boost their influence while also shoring up their finances, at a time when mainstream media fortunes and reach are waning, and earnings from music and the arts can be unsustainable.
“Media revenues have been on a steady decline,” he noted. “Mainstream media is dying, and a lot of people are looking at how they can leverage their influence to secure political seats, which come with even greater influence.”
He explained that the current climate, where social media followings were highly relevant, made modern-day celebrities a hot commodity in politics. “There is nothing more important in politics than having a constituency, and these guys have the ability to say, look, I have 1.2 million people who listen to me.”
The brand recognition gives celebrity candidates an immediate advantage in their attempts to capture various political seats, although it’s not a guarantee of success.
The youth equation
Ngugi predicted that celebrity endorsements of different political formations would form “a big component of the next elections”. He expects leading political figures, in the ruling party and the opposition, to recruit celebrities to their camps to tap into their existing influence online, and to attempt to sway young voters.
“Why do you think the President would make a video with Jalang’o promoting the fight between Majembe and Mbavu the Destroyer?” Ngugi asks, referencing President William Ruto’s Kes2 million pledge in support of a boxing match between two TikTok boxing sensations.
VIDEO: Ruto and Jalang’o on Majembe fight
Celebrities help define popular culture, and their voices will be a boost to candidates running national campaigns.
Kenya’s median age is roughly 20 years old. The massive, nationwide Gen Z-led demonstrations in 2024 and 2025 made it clear just how decisive the youth equation could be in next year’s elections. The Independent Electoral and Boundaries Commission (IEBC) is aiming to add 6.3 million new voters to the register, the vast majority being young voters. And despite concerns over whether or not the youth will register and exercise their right to vote, it’s become indisputable that courting the youth is now a matter of survival for Kenyan politicians on both sides of the aisle.
More of the same, packaged better
For a significant cross-section of Kenyans, the experiences with celebrities-turned-politicians once in office have lessened the appeal. In many cases, people see them once elected as acting no different from the run of the mill politicians they’re used to. By virtue of their fame as celebrities, these individuals also often face significant public scrutiny once in office.
Both Mohammed Ali and Jalang’o, for instance, point to various NG-CDF projects they have initiated as evidence of their accomplishments in office, but continue to face criticism for their current and previous associations with leaders including President William Ruto. For all their brand recognition, celebrities turned politicians often still need the backing of major political parties in Kenya, putting them at the mercy of established political leaders.
They are simply absorbed by the system, snuffing out the hope among voters that their outsider persona may translate into radically different politics that serve Kenyans better. The issues behind the frustration that led young Kenyans to the streets in 2024 can easily be pushed to the background – including high unemployment, tax hikes and corruption.
Brand recognition vs competence
So, are voters guilty of sometimes mistaking brand recognition for competence in leadership? “Yes,” Ngugi argues. Voters can make the assumption that success in one field will translate to success in another. That doesn’t mean that celebrities shouldn’t venture into elective politics. Like other Kenyans, they have every right to do so. And who knows? A celebrity out there might be the transformational figure Kenya seems to be in perpetual search of.
But the aspirations of young Kenyans don’t lie with celebrities. Their popularity reflects a desire for a political landscape that looks different and works effectively. This landscape will have to be reimagined by the youth themselves.
To bend the country’s politics to their will, Kenya’s youth population needs to set the agenda, not celebrities, and must leverage their millions of votes to ensure political leaders don’t lose sight of the issues that matter.